We are committed to delivering world-class service to our advertisers and publisher partners. Likewise, we are dedicated to protecting our marketplace from click fraud, conversion fraud, phishing, malware and maintaining our traffic quality standards. To those ends, we’ve created this online resource to provide advertisers and publishers with information about our traffic quality protection systems and policies.
As you read through the following information, be aware that even with these systems in place, we cannot guarantee to catch every instance of low-quality, fraudulent activity or suspicious traffic. If you suspect click or conversion fraud, please report it to our team and we will investigate it promptly.
Bing Network traffic
Traffic is comprised of ad impressions, clicks and conversions served on Bing, AOL and Yahoo owned and operated or syndicated partner websites.
We categorise clicks as standard quality, low quality and invalid.
Bing Ads uses real-time and post-click systems to help guard against low-quality and invalid clicks.
We recognise that invalid clicks can be a serious issue for advertisers. We systematically analyze clicks to determine their validity, and, when possible, remove invalid clicks before they are reported to you.
If potentially invalid clicks are detected, members of our team can flag the case, examine the affected account(s), and issue refunds where appropriate. See the Network protection page for more details.
We have several methods of identifying suspected invalid clicks and continually work to refine our technology to correctly identify invalid click activity.
We have dedicated teams around the globe that work 24/7 to detect fraudulent activity and help protect our traffic quality.
Bing Ads takes user, advertiser and network protection very seriously. Between Bing Ads and the Microsoft ecosystem of security and privacy products, we try to ensure that the Bing Network provides quality traffic and a safe experience for our customers.
Here are some specific methods we use to help protect advertisers:
Within the Bing Network, your search ads can be displayed on Bing, AOL and Yahoo owned and operated sites, syndicated partner sites, or both. Your search ads can be displayed on the following types of websites; this list is not exhaustive and may vary from market to market.
Bing, AOL and Yahoo search owned and operated properties
These sites include Bing.com, msn.com, Yahoo.com, AOL.com and other Microsoft, AOL and Yahoo owned and operated sites. Many of these sites have search query boxes and search ads displayed on search results pages. Some pages also feature popular topics or news stories that change throughout the day. These also provide links to search queries resulting in the display of search ads. Owned and operated properties might also display search ads in ways as described below.
Bing, AOL and Yahoo search syndication partner sites
If you choose to have your ads displayed on syndicated search partner sites, your search ad may appear on the following types of sites, in addition to search results pages.
Syndicated partners are an integral part of our advertising network and business. It is important that all syndicated partners adhere to our Bing Ads policies and follow a set of industry standard best practices.
Relevant and quality content
High-quality original content may result in a positive user experience that meets the needs of your intended audience.
Sites displaying Microsoft ads must adhere to the Bing Ads policies, and may not include content promoting or enabling any of the following:
Proper implementation and website behaviour
To prevent invalid or low-quality clicks, ads should be implemented properly on websites with clear navigation and user controls.
If you see any of these issues, please notify Bing Ads Support.
Clear ad labeling and placement
Ads should be clearly distinguished from other website content preventing unwanted or mistaken clicks.
Microsoft reserves the right to remove any website at any time from the Bing Network at its sole discretion.
It’s important to protect yourself from the wide variety of threats found online that can lead to poor system performance, information loss, identity theft and other serious problems. Malicious websites don’t always look or act the same, and even reputable websites are sometimes compromised by attackers to deliver malware or host phishing sites unknowingly.
Protecting yourself from malware can help prevent losing control of your Bing Ads account through account hijacking or password stealing. Keeping your website software platform or content management system updated will help to defend against common vulnerabilities and exploits that would otherwise leave your website vulnerable to malware injection and unknowingly becoming a malware distributor yourself.
Please see advertiser resources for more information on how malware can affect your Bing Ads account.
What is malware?
Malware comes in many forms and is distributed with many different purposes. Common risks with a malware infection can include:
For more help with a specific malware problem, we suggest visiting the Microsoft Malware Protection Center.
Malware on Bing Ads
Bing Ads is constantly on the lookout for malware being distributed through our ad network, and action is taken swiftly to assure the safety of our users when malware is detected. These detections happen through numerous channels as we work with many authorities to ensure comprehensive coverage of the network.
My website has malware — what happened?
You may notice your website has ads, popups or other content that you did not create. Your website could also be serving malware unknowingly and without any obvious signs. There are a number of ways this can happen:
These are just a few examples of how your site may have been compromised. The internet and technology is ever-changing, and the ways in which a site can be infected change along with them.
Identifying and avoiding malware
A key to avoiding malware is being able to identify common sources and deceptive behaviors. It is not always easy, but here are some examples where having an informed awareness of common malware practices could save you potential headache later.
Downloads: When visiting an unfamiliar webpage that offers a download, be sure to check the source of the software. If there is any doubt of the legitimacy or need of the offered software, research online to see if there is any reputation or history. Also pay special attention to downloads that do not appear to belong to the site you are visiting. For example, if you have Adobe Flash Player installed and you see a prompt from “xyz-website.com” to download an update, take special note that the website asking you to download the file is not “adobe.com,” the software author’s website. Also be aware of similar looking or misspelled domain names claiming to be the authoritative source when in reality they are not related.
Emails and instant messages: Be wary of any incoming communication that has attachments, even if it appears to be from a person or business you know. Antivirus and antimalware software such as Microsoft Security Essentials is useful for scanning any incoming attachments. Be especially cautious of clicking on any links contained in messages, and always take note of the actual URL that link takes you to before entering any sensitive information such as login details or payment information.
Other sources: Many sites will offer downloads that are not malicious, but may be combined with other software that is malicious, or may just be unwanted. When installing software be sure to read any details and options in the installer to ensure you do not accidentally agree to install additional unwanted software. Like any other download, if you are unsure whether or not you would want the software, or are unfamiliar with what it does, research it before agreeing to install.